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Why it’s Foolish DMOs Build Their Own Routes Tech for Travel Content

By Alonso Franco

As a DMO or the owner of a travel website, you must have realized the importance of incorporating routes into your travel guides. But beware of making the rash decision of developing a proprietary routes feature. There are several perils of simplifying the routes technology.


Without even knowing it, you could be designing a very expensive solution that does not even deliver on user engagement. Even worse, your bulky technology could be having the exact opposite effect of what you intended it for. Here are 8 reasons why you should not build your own tech solution to the routes experience.

 

Regular Publishing Platforms Lack Map Components

You may have chosen an easy-to-use publishing platform for your travel website. But did you keep in mind that routes solutions require map and place components? These components are not included in the typical publishing platforms. In addition, the ideal platform should have a CMS (Content Management System) integrated with editing and translating tools.

Finally, all of that should be connected to an API (Application Programming Interface) to feed your multiple channels. Building this entire platform is much more than a few months of work. There are very few engineers or companies with this expertise.

 

Great User Experience Requires Integrated Content

A route is composed of classic content (which includes text, images and videos), maps and places. It is not an easy task to connect the three. Plain Jane content management systems cannot handle this type of data. Such integration should be done by a specialized CMS. Otherwise, users will be put off by an inefficient browsing experience on your new travel website.

Captura de Pantalla 2019-09-30 a la(s) 10.57.22 a. m. (1)

Source: Optinmonster

It’s Tricky to Adapt Technology to Route Varieties

There are many types of routes: walking, cycling and driving, just to mention the most classic. But there are, honestly, infinite options, including running, public transport, planes, scooters, etc. Whether you build the technology yourself or outsource it to a digital agency that will build it from scratch, each type of route involves different amounts of time, effort and even budget.

Adapting technology to different route scenarios is really time-consuming. If you are a destination management organization, it is unwise to develop this on your own. Instead of focusing on your core capabilities, you will be wasting your time, man-power and money on something in which you do not specialize. The smarter option is to look for tech solutions that can rent you this type of travel technology for your content needs.

 

It is Not Easy to Choose Your Map & Place Database

It may seem simple to decide on a map database and a place database for your travel guides. However, the reality is quite different. Selecting the component databases for your routes technology requires a lot of thought as the choice is a complex one. Here, one size or solution does not fit all. The answer varies for each DMO client.

In some cases, you need to consider flexibility, whereas in others, you must think about the price. You should also be aware that there are many players in the market apart from Google Maps or Google Places. Choosing what is best for you is not a cakewalk, but requires consultation with professionals who are experienced in routes technologies.

 

Cost-Benefit Study Goes Against Proprietary Tech

Supposing you decide to develop your own routes technology from scratch, you will have to do a cost-benefit analysis. There’s a high probability that the usage of some routes will be minimal but the integration costs for maps and places will be very high. You may not be able to breakeven on your investment if you develop a proprietary solution.

 

Maintenance of Routes Integration Can be a Killjoy

For a DMO which decides to build its own routes technology, the work doesn’t stop at developing the solution. It only begins there. Maintenance is a mean beast that can zap your energy, time and resources. Each instance of integration of a type of route requires constant update and maintenance. So, for any change your map or place providers do, your tech team will need to adapt to the updates.

 

Proprietary Route Tech Means More Money & Manpower

When you begin to calculate how much you’ll be spending on developing your own routes technology for your travel content, you will realize that the CMS itself is super expensive. Word is that Lonely Planet has spent millions of dollars, and tons of resources on building its own content management system. And now, they have to update all of it. It sounds like an ordinary task but it’s the full time job of a number of engineers.

 

Final Hurdle: Training Modules for your Route Tech

Even if you decide to pay through the nose for proprietary routes solution, you have another mountain to be conquered: training your staff. You need to create personalized training material for your newly created technology. At this stage, the complications increase if the tech user interface (UI) and user experience (UX) is not seamless.

Although the 8 reasons that go against developing your own routes solution are comprehensive, they are not exhaustive. You will be wishing you had borrowed this from the experts who know routes tech like the back of their hand. But it’ll be too late when you’ve already spent a lot of money and hired resources for this kind of travel technology for your content.

If you haven’t yet made that blunder, there’s still time to opt for a tried and tested professional solution. Watch a demo of our routes technology.

At Arrivedo, our aim is to provide DMOs with a digital transformation of their travel guides through our interactive routes. This effectively translates to superior experiences for your customers. You can boost online user engagement and delight visitors with a unique online journey, watch a FREE demo, here.

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Tags: Tourism Authority

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